This study focuses on the factors influencing consumer’s decision in fish consumption in Erzurum Province of Turkey. The data were obtained from 384 households who live in urban areas of Erzurum Province in 2012. The sample size of the study was determined by Unclustered Proportional Sampling Method. Analytic Hierarchy Process (AHP) was used to determine the most suitable type of fish for households. The main aim of this study was to determine the factors that influence the type of fish chosen and the most desired type of fish for consumers. The households consist of 4.5 individuals on average, with fish consumption at 6.5 kg per annum per capita. Their choice of fish was based on taste (38.4%), nutrition (23.5%), price (21.4%) and fishbone (16.7%).. Considering these criteria, the most desired type of fish for the consumers was Anchovy. 28.4% of households prefer Anchovy, 20.3% prefer Trout, 16.7% prefer Sea Bream, 12.5% prefer Horse Mackerel (Scad), 11.2% prefer Sea Bass and 10.9% prefer Atlantic Bonito. As a result, the national companies marketing fish in the research area need advertisements that inform the consumers about the utility and benefıts of all fish types.